Massive interest in Ruby on Rails over the past few years was quickly mirrored in book sales. Early entrants like the (near definitive) Agile Web Development with Ruby on Rails were break away hits in a world that usually sees modest sales of each title. It’s not surprising a lot of people wanted to get a share of that market, and the range of Ruby and Rails titles has exploded, with an unsurprising dip in average quality.

This latest title from Packt sits somewhere very low down the quality scale. An unfocussed volume, it purports to introduce the ruby language and show how to get up and running with a simple buzzword-laden Rails application, but does a distinctly inadequate job on both counts. Any moderately experienced rubyist would worry at seeing code like:

class Tale
  @author
  @genre
  @tale_body
end

recommended as the way to define a class with three attributes, rather than the more succinct, idiomatic and functional:

class Tale
  attr_accessor :author, :genre, :tale_body
end

(For those unfamiliar with ruby, the former will define attributes but not accessors for them. The latter will define the attributes and its accessors and is the recommended approach for public attributes)

That example occurs early on, and as the book progresses it is hard to shake the sense that the author isn’t sufficiently familiar with the idioms and best practices of the Ruby and Rails communities to be introducing either the language or the framework. When working with a framework as dependent on conventions and opinions as Rails, a failure to grasp the idioms is a serious problem.

It would be hard to recommend this book even if there weren’t many superior titles available. Newcomers to Ruby and/or Rails would be far better with any of several alternatives. Beyond that, while packt have published a number of excellent titles, the publication of this book should be taken as a reminder that there is no consistent quality control over the books they publish and buyers should research carefully before buying one.

Disclaimer: I was sent a copy of this book for review by the publisher. You can find it at packt, amazon US, amazon UK and all sorts of other places.

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When running a campaign a good strategy always used to be to ask your supporters to write letters to their local newspaper. Local newspapers are far more widely read than their national equivalents, you’re much more likely to get your photo published in them, and because of their more tightly defined audience they present a much greater chance to contextualise your message and suggest options for local action.

In many ways, that is the campaign tactic that a strategy for web 2.0/social media should build from. It’s not about having a presence on flickr, delicious, facebook, upcoming, myspace, or any of the dozens of other “web 2.0″ sites, though an official presence may be useful in some cases and personal experiences with all of them is a good idea. Instead it’s about resourcing your key supporters to be there for you, just as they would in their local papers.

Your supporters already have networks of friends/contacts in these settings that it would take you a lot of time to build. Those friends are going to pay attention to what is being said because of who said it, when if it came from an unknown campaign officer they’d be far less likely to read it. You’re likely to be busy at your events, but your supporters are free to take photos they can post on flickr and which their friends will look at whether or not they currently follow your campaign. You can put as much time as you like into creating a facebook group, but unless your friends and your supporters’ friends join it, it’ll never take off in the “viral” style you’re probably hoping for.

The task then is to educate your supporters. Encourage them to create and disseminate their own content, and back that up with good quality briefings, access to take photos, and any other options that make sense in your context. And to keep an eye on that content so you can pick from the best of it. We’ve found asking greenbelters to tag their photos with a given tag for each year hugely effective not only in making sure we get included in “top tags” lists, but also in giving us an easy way to access the resulting content and get a broader view of the feel of the festival than we otherwise would.

It’s never been and never will be possible to truly get your message everywhere. New tools may help push your content into new spaces, but the only way to effectively disseminate your message is to open it up and let others carry it for you, interpreting it through their lenses. It’s not a new idea, but it’s one that’s far more important now than it ever has been.

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A number of people have been linking to Jeremiah Owyang’s presentation at the Web Community Forum (I think I found it via Beth Kanter). It’s a good overview of the pros, cons and options for using facebook to promote a cause, campaign or brand, and well worth some time if that’s your focus.

There are two pieces from his presentation that I wanted to pull out. The first appears to be a recurring theme in his work on web strategy, centered on the acronym POST. That breaks down into:

People

assess you customers’ Social Technographics profile

Objectives

Decide what you want to accomplish

Strategy

Plan for how relationships with customers will change

Technology

Decide which social technologies to use

The third and fourth of those are particularly good to see. Not only do you need a strategy, but you need to recognise that your relationship with your customers will change when you engage them in a new medium. Too much of the focus on using Web 2.0 to promote a cause has focussed on other ways of putting across a message. It’s simply a translation of “if you’re not everywhere, you’re nowhere” from offline to online media. But part of the promise of the web lies in the fact that it’s no longer your job to get yourself everywhere. Instead you need to build stronger relationships with key stakeholders and they’ll then spread the word if they want to. You just need to look at facebook for evidence — you can put all the time in the world into building a profile, group, application or Page, but unless people want to friend you, use your app or call themselves a fan, your message won’t be seen.

Looking to the future it was also good to see the reminder “Don’t limit to Facebook,” summarised with the bullets:

• Brands should not limit strategy to Facebook Alone
• Prepare for The Distributed Web
• Understand OpenSocial
• Understand the Aggregation of Social Graph
• Tools come and go, what sustains is a strategy

Beth has some good points about building on that last one, but I was just glad to see a perspective looking beyond the current dominance of facebook. If the announcements in the web world over the past couple of months about technologies like OpenID, OAuth and OpenSocial are anything to go by, 2008 is going to bring some significant changes in the world of ’social networking sites.’ (I’ve had a draft on that topic sitting around for far too long, hopefully I’ll get it finished and posted this week!)

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Back before the Afghan and Iraqi wars, when it seemed like every month there was a different global summit in the news (primarily because of overblown and misleading reports on the protests surrounding them) I had an idea for a site that would aggregate the reports from a variety of NGO and citizen journalism sites covering the summits. It would have been a complement to indymedia and protest.net and would have provided aggregated RSS feeds which other sites could embed.

Sadly, it was yet another idea that never got off the ground. Back then very few people were publishing RSS feeds, so gathering the data would have meant a lot of “screen scraping”, writing a different script for each and every news provider, and the tools weren’t around to easily embed the feeds I would have offered into other peoples’ sites so only highly technical users would have found them useful. Atom and RSS took off, but the political climate changed so the site never did.

I was reminded of that idea by a post on an email list from Jamie Woolley, Web Editor for Greenpeace UK. A group of NGO “webbies” have used a Google Reader account to aggregate feeds from various blogs covering the current Bali summit on climate change. And they’ve pushed the aggregated feed from that to feedburner so anyone can use it. You can find the result here, see an embedded example on the Greenpeace Climate blog and embed the google reader feed with:

<script type="text/javascript" src="http://www.google.com/reader/ui/publisher-en.js"></script>
 <script type="text/javascript" src="http://www.google.com/reader/public/javascript/user/05684728625307876032/label/Hot climate news?n=6&callback=GRC_p(%7Bc%3A%22blue%22%2Ct%3A%22Hot%20climate%20news%20from%20the%20Bali%20bloggers%22%2Cs%3A%22true%22%2Cb%3A%22false%22%7D)%3Bnew%20GRC"></script>

The fact that this is now such an easy thing to put together is one of the real strengths of that thing known as “Web 2.0″. With widely available feeds meaning data is available in consistent formats, and tools that help you repurpose that data, what a few years ago seemed like a lengthy project is now an hour’s work. The focus can be on finding good information, rather than on the technical requirements.

Including aggregated data is a good way not just to make sure your site looks fresh with lots of up to date content, but also to establish your site as a key source of useful information and to engage with the wider community working on and thinking about your issues. No campaign is (should be) a closed garden and if you’re confident of your campaign then there’s lots to be gained by using every resource available to educate your supporter base, and building stronger relationships with other campaigners.

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The market for books about mashups has become fairly crowded over the past few years but none have really enticed me as from a casual look most seem more interested in following the trend than offering solid information. Thankfully PHP Web 2.0 Mashup Projects manages to slide in a good number of practical programming tips as it works its way through a variety of services.

The book dedicates the majority of each chapter to more general concerns than just interfacing with the system in the chapter’s title. So Chapter 2—”Buy It On Amazon”—spends most of its time exploring XML-RPC and REST approaches and building tools to work with those different styles of interface. Similarly the next chapter spends most of its time introducing WSDL, XML Schema and SOAP before showing how they can be used with Microsoft Live Search.

In fact, that chapter may be one of the best introductions I’ve seen for developers who need to quickly grasp the basics of WSDL and SOAP, a topic that can far too easily get bogged down in complexity that isn’t needed for basic usage. With the WS-* stack quickly and for good reason going out of fashion hopefully most developers won’t have to spend much time with it, but a simple overview is still very handy.

I was intrigued to see the final chapter diving into use of RDF with the RAP toolkit. Like the SOAP section, this managed to boil the basics of RDF down very well and should help most moderately experienced PHP developers to get up to speed quickly.

Aside from a closing section on race conditions, not much time is given to handling interruptions in service from third-party services and in a book focussed on mashups that’s disappointing, particularly as the number of services, and so the range of fallback options, is increasing. Some of the examples are likely to fail if services time out and it would be good to spend some time on helping developers avoid that.

Reading the book as someone who has mostly left the PHP fold for pastures new was a reminder of how easy tools like hpricot make life for screen scrapers, but also that good structure can emerge in PHP code and that the SOAP tools are actually quite good for simple uses. The book is unlikely to appeal to those who don’t do much work with PHP, but if you’re a PHP developer and want to dive into mashups and web services for the first time, it’s worth a look.

Disclaimer: I was sent a copy of this book for review by the publisher, and offered another in return for a timely review. You can find it at packt, amazon US, amazon UK and all sorts of other places.

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